| Заголовок | Pills, Meds, Weed |
| Агентство | Clemenger BBDO |
| Кампания | Drug Driving |
| Рекламодатель | New Zealand Transport Agency |
| Бренд | NZTA |
| Posted | Февраль 2012 |
| Бизнес сектор | Безопасность дорожного движения |
| История | A controversial new campaign targeting Drug Driving has hit the airwaves in New Zealand. Over four days last year, 147 people thought they were being driven to a 'costume fitting' for a TV commercial. What they didn't realize was that their'drivers' were actually actors who were pretending to be driving under the influence of a range of drugs. The covert filming was carried out by the NZ Transport Agency (NZTA), advertising agency Clemenger BBDO and production company Goodoil Films. Directed by Matt Murphy, each of the actors improvised having recently taken one of four drugs: cannabis, prescription medication, party pills (Ecstasy), and hidden cameras in the vehicles captured all of the passengers actual reactions, which range from complacent, to nervous to angry. All of the participants appearing in the ads have given their consent to be used. The campaign launched with a six week TV flight. The ads end with the tagline "Drug driving. Do you think it's a problem?" The aim is that this will spur the debate and encourage the conversation. There are more people on our roads driving on drugs than you might think. We wanted to find out what New Zealanders thought about that. Over four days we filmed 147 people who thought they were being driven to a 'costume fitting' for a TV ad. Their drivers were in fact actors we hired to pretend they were high on different drugs. We then captured the passengers' reactions to see how they felt about being in the car with a driver high on drugs. |
| Тип медиа | Анализ ситуации |
| Арт-директор | Ben Davidson |
| Копирайтер | Alex Metson |
| Креативный директор | Matt Murphy |
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